Analysis of the impact of personal selling, promotion, and brand image on the purchase decision of Mitsubishi cars at PT Dipo International Pahala Otomotif

Marvin Vigo, Frans Harvin, Natalia Ciawi, Vivi Chandria, Holfian Daulat Tambun Saribu, Rapat Piter Sony Hutauruk
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Abstract

This research aims to examine the influence of personal selling, promotion, and brand image on the purchase decision of Mitsubishi cars at PT Dipo International Pahala Otomotif. The declining phenomenon in purchase decisions is evident from the decrease in the number of units sold. Personal selling is currently focused only on exhibitions in shopping centers, thus not operating optimally. The promotions tend to rely more on discounts and less varied trade promotions, providing limited choices for consumers. The well-known brand image of Mitsubishi, perceived positively by consumers for its quality, is acknowledged. The research methodology employs quantitative research with data analysis using descriptive methods. The population in this study consists of 128 customers at PT Dipo International Pahala Otomotif, with a sample determined through simple random sampling, totaling 97 customers. The conclusions drawn from the research indicate that, both partially and simultaneously, personal selling, promotion, and brand image have a positive and significant impact on purchase decisions, with a coefficient of determination of 93.8%.
个人销售、促销和品牌形象对 PT Dipo International Pahala Otomotif 三菱汽车购买决策的影响分析
本研究旨在检验个人销售、促销和品牌形象对PT Dipo International Pahala Otomotif三菱汽车购买决策的影响。购买决策的下降现象从销售单位数量的减少可以明显看出。个人销售目前只集中在购物中心的展览上,因此没有达到最佳效果。促销活动往往更多地依靠折扣和较少的各种贸易促销,为消费者提供有限的选择。三菱的知名品牌形象得到了认可,消费者对其质量的认知是积极的。研究方法采用定量研究,采用描述性方法进行数据分析。本研究的人群为PT Dipo International Pahala Otomotif的128名顾客,通过简单随机抽样确定样本,共计97名顾客。研究得出的结论表明,个人销售、促销和品牌形象对购买决策有部分和同时的正向显著影响,其决定系数为93.8%。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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